The Humane Economy

Introducing our most recent work—the book cover design for The Humane Economy. Now a New York Times and a Washington Post Bestseller, we had the pleasure of working with Wayne Pacelle, President and CEO of the Humane Society of the United States (HSUS), and the in-house creative department of the HSUS on this design.

Pulling inspiration from the organization’s mission, as well as the focus of this book, we developed this concept which was based on the issues of animal exploitation in food and agriculture; in film, television, and live entertainment; in tourism and wildlife management; and so much more. The idea of putting an end to this animal suffering through innovation across these industries fueled our concept development of the book cover illustration. The chicken and the egg, which make up the light bulb graphic at the forefront of the cover design, represents the “new ideas” and innovations that will ultimately lead to the greater public embracing animal welfare across a broad range of industries. Pacelle is quoted, “human ingenuity meets human virtue, and we discover at last that we can have it both ways—a better world for us and for animals, too.”

We are grateful to be a part of this important effort.

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About Think Baseline

Think Baseline delivers branding solutions that get your business noticed—and remembered. We deliver stunning graphics and persuasive messaging to give your brand a bigger voice and a bigger bottom line. We’re a combination of talented designers, writers, developers and strategists driven by a passion for impactful design that creates momentum for your brand. We are an award-winning agency who is proud to work with a wide variety of clients in the Maryland, D.C. and Virginia areas, and beyond.

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